Making the Social Media Strategy

I have spoken to a lot of companies and media agencies, very few of them have a solid plan to guide the social media activities. Without these guidelines, the activities at best are ad hoc and not optimal for the brand! Recently I wrote a blog, ‘The making of the Social Media Strategy‘ on Social Media Today describing the various aspects to be considered in the strategy. It has been quite popular do take the time to read it,

Setting up a social media marketing campaign involves many factors and all of it can get pretty daunting! Social media activities can go astray due to undefined goals, inappropriate content, executive glitches or other reasons leading to a low fan engagement and ROI. A strong strategy and methodical implementation can ease the process leading to successful results. This post covers the various elements we at DigiWhirl chart out while coming up with a social media marketing plan for a client!

Brand Image
“A symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them.” ~wikipedia

In simpler words brand image is the impression in peoples mind when they think of the brand. These impressions develop because of their association with the brand in the past based on customer care, service, quality and other company aspects. The social media campaign would resonate with fans if the activities go hand in hand with the brand image.

Its possible that you may want to change your companies brand image, social media would be a great tool for that, but only after you bring in necessary changes to the company structure itself to express that image too!

Campaign Objectives
“Focus on how to be social, not on how to do social” Jay Baer, Convince & Convert

Set a long term objective for the campaign. Social media is about the people hence, a lot of engagement, conversations, relations and interactions would be an indivisible part of the activities. These activities however would be directed by the objective! Break the long term objective into relevant short term goals to drive the campaign ahead.

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